Dive summary:

• Storytelling is not a new concept in brand marketing, but the emergence and growing popularity of social media and content marketing has expanded the value. 
• Storytelling in brand marketing echoes fiction writing in that it needs to have characters to root for and a clear beginning, middle, and end. 
• Even though a story is being crafted, it needs to still be rooted in reality of the brand and industry or consumers will become confused and lose interest. 

From the article: 

"Marketers have been telling brand stories for years through advertising, in-person brand experiences, and so on, but the art of writing those brand stories as effective pieces of online content is a challenge that few are trained to do. That’s because the best brand storytellers understand the critical elements of fiction writing, which are skills that few marketers have been formally trained to do."